If you’re thinking about improving your advisory firm’s website, your focus is likely gravitating around high-impact tweaks such as design updates, performance enhancements and new content.
One thing that often gets overlooked is accessibility. That’s a serious mistake. Making your site more accessible isn’t just a “nice thing to do” — it builds trust, enhances the user experience and helps reduce compliance and legal risks.
Your investors expect a seamless digital experience, and accessibility isn’t something you can afford to let fall by the wayside.
What Is Website Accessibility?
Website accessibility typically refers to a site’s usability by people with disabilities.
Much like the traditional design of houses and buildings often doesn’t account for people with, say, mobility issues, many websites and tools are built in a way that people with auditory, cognitive, neurological, physical, visual and speech disabilities struggle to use.
However, websites can, should and in some cases are even required to be designed in a way that’s accessible to those with disabilities. These often follow one or more sets of accessibility guidelines.
Compliance Concerns: Understanding Accessibility Requirements
There’s no single federal “website accessibility law” for financial advisors. Instead, several rules and frameworks influence how regulated firms should approach digital inclusivity.
Web Content Accessibility Guidelines (WCAG)
The Web Content Accessibility Guidelines (WCAG) are the gold standard for web accessibility. WCAG outlines how to make websites perceivable, operable, understandable and robust. These four pillars are collectively known as the POUR principles.
The most commonly referenced WCAG standards are:
- WCAG 2.1 Level AA: Today’s widely accepted benchmark for accessible websites.
- WCAG 2.2 Level AA: The newest iteration with expanded guidance for mobile, navigation, and cognitive accessibility.
WCAG 3.0 — a future overhaul focusing even more on user experience — is in development.
Americans With Disabilities Act (ADA)
Courts have increasingly interpreted the Americans With Disabilities Act (ADA) as applying to websites, even though the language predates digital experiences. For advisors, this means if your site is not accessible, it could open the door to legal challenges.
Section 508 (for government-related entities)
Section 508 applies mainly to federal institutions, contractors and firms serving government clients. Still, Section 508 standards closely mirror WCAG, making them a useful reference point.
State laws and global frameworks
Some states have accessibility requirements that can apply based on where your clients live, not just where your firm is located, so check your local guidelines.
International clients? Guidelines like those from the European Accessibility Act and AODA (Accessibility for Ontarians with Disabilities Act) may be relevant, particularly for global advisors or multinational fund administrators.
Importantly, none of these are one-size-fits-all. Taken together, they clearly point to the fact that accessible digital experiences are no longer optional.
Accessibility Improves Usability for Everyone
Clearly, the most obvious reason why you should ensure your site is accessible is your dedication to your clients. You assuredly believe each of your clients is equally deserving of prudent guidance; well, they should have equitable ability to access that guidance and use any other tools you might make available to them on your site.
But upgrading your website to meet WCAG standards doesn’t just benefit users with disabilities — accessibility enhancements can make your site better for everyone. Consider these examples:
- Clearer navigation: Keyboard-friendly menus and improved focus states help users with mobility challenges. But they also help mobile users and anyone browsing quickly.
- Improved readability: High-contrast text, larger font sizes and logical content structure help those with low vision and dyslexia. But they also make your blog posts more skimmable.
- Stronger multimedia support: Captions, transcripts and alt text support users who are deaf or blind. But they also boost your SEO and allow readers to consume content silently in public spaces.
- Error-proof forms: Accessible form labels and error messages support users with cognitive disabilities. But they also reduce onboarding friction for all new prospects.
Accessibility often overlaps with good UX. It’s a win for both your audience and your marketing metrics.
An Accessible Website Signals Professionalism
Trust is paramount in financial services. A website that accounts for different abilities — whether visual, auditory, cognitive or physical — shows that your firm is ethical and client centered. Visitors interpret an accessible experience as a sign that you’re attentive to details and serious about serving clients well.
For many investors, particularly older adults, accessibility isn’t theoretical. It’s personal. A site that’s easier to navigate, read or interact with can be the difference between booking a consultation and bouncing to another advisor.
Plus, accessibility upgrades reduce the likelihood of compliance concerns around misleading, confusing or hard-to-navigate content.
What Advisors Can Do Right Now
You don’t need a total website overhaul to make meaningful improvements. A few practical steps you can take:
- Run an accessibility audit using tools like WAVE or Axe to spot issues.
- Add alt text to images.
- Check color contrast to ensure text is readable against your brand colors.
- Improve keyboard navigation by fixing broken focus indicators and menu issues.
- Add captions and transcripts to videos and webinars.
- Review your forms and CTAs to ensure labels, error states and instructions are clear.
- Create an accessibility statement to show visitors you’re committed to continuous improvement.
These small actions improve both the user experience and your compliance posture.
Accessibility Is an Investment in Long-Term Trust
Advisors don’t win clients by being flashy. They win by being trustworthy. An accessible website is a powerful trust signal that shows your firm cares about clarity, inclusivity and professionalism.
Do you need help getting your website up to scratch? Let Mischa Communications do the heavy lifting. Now is the perfect time!